Object of research - public administration reform innovation process in the social and market transformation context of Ukrainian society. The purpose of research - scientific and theoretical study methodology and application technology marketing in government for its reform in the social and market transformation context of Ukrainian society. Research Methods - synergy synthesis and structural, functional analysis concept and administration, new public management techniques, comparative method, the synthesis of structural and functional and innovative procedural methods , systems and structural- functional analysis, system analysis methods, social foresight and forecasting the theory, structural- functional and comparative analysis system objects, information and logic simulation methods market analysis, modeling techniques and predictive analysis. The practical significance of the results is that the basic theoretical principles and conclusions of the thesis to the level of specific proposals and facilitate the application of the system methodology and technology marketing practice in public administration. Scientific novelty of the results is the theoretical and practical bases and developing scientific guidance on the use and public administration in terms mechanisms for reform marketing of market transformation of Ukrainian society. For the first time in an scientific concepts integrated analysis of government marketing proved that the latter methodology as the most appropriate basis for system integration of management innovation , and reasonably found that the content of the marketisation of public administration as one of the priorities of the concept of administrative reform is the marketing techniques application, marketing Directions reorientation of the domestic government in the process of reform, involving the development of marketing technology management activities, the transition to the marketing social regulation strategy and economic development , the formation humanocentric management culture , maximizing self-actualization civil servant. Improved public marketing concept , the definition of the conceptual basis of government marketing concepts as a synthesis of regional , non-profit , social marketing , marketing services, system mechanisms and instruments of government marketing -based separation system characteristics and its main components as subsystems of public administration; understanding of the nature of government marketing management as a mechanism for the transfer of the domestic government to an innovative development model, mechanisms using marketing innovation in the reform of domestic governance , organizational and managerial foundations of the state marketing system implementation in Ukraine on the basis of marketing orientation to the needs of its stakeholders facility management and creation of marketing departments in government . We got further understanding of the mechanism of providing sociocentrical reorientation of domestic government means government marketing as marketing the spread on the scope of public administration as part of the main parts : humanсentric postindustrial society - the integrated marketing management functions - Expansion of the social functions of marketing - oriented social marketing - marketing reorientation of public administration at needs of the consumer ; conceptual basis for analysis and using the marketing in government experience, the marketing methodologies in the conceptual and regulations development use of administrative reform.
